Pushing The Boundaries: The Luxe in Hospitality

HOTELS ACROSS THE WORLD ARE WOOING CUSTOMERS WITH UNIQUE, EXCLUSIVE OFFERINGS, FROM CAVIAR ON TAP TO ORGANISING PARTIES INSIDE A PRIVATE JET, FINDS JOANNA LOBO

- JOANNA LOBO

IT'S A PAIR OF bathroom slippers. Pristine white, feather light, and enveloping my feet in a soft cocoon. These aren't just regular bedroom slippers a part of the amenities of most luxury hotels-and thrown after one use. At Carlton Jumeirah Tower in London, these slippers are monogrammed with my initials. There's a bathrobe, make-up towel, and room key bearing the same monograms; it's a part of a bespoke experience offered to guests. All of these effectively becoming memorable keepsakes from that visit.

In today's increasingly luxury-focused travel world, it is personalisation like this that can make a hotel stand out among the crowd. In recent years, the concept of luxury travel has evolved beyond opulence to embrace authenticity and unique, immersive experiences that resonate on a personal level. Experience has become the new currency among today's well-heeled travellers. They are no longer content with staying in a fancy place with top-class amenities and attentive service, but are seeking something beyond. Skift's State of Travel 2024 report finds that 57 per cent of luxury travellers say, "creating a travel experience that best fits my expectations is more important than price".

"Luxury travellers are now prioritising transformational and authentic experiences that are deeply tied to both the hotel and its destination. They seek unique opportunities to explore local culture, uncover hidden gems, and immerse themselves in their surroundings all while knowing that their spending supports the local community," says Lindsey Ueberroth, CEO, Preferred Hotels & Resorts.